广西可口可乐公司瓶装水营销策略研究

发布时间：2018-04-22 02:39

本文选题：可口可乐 + 瓶装水　；参考：《广西大学》2017年硕士论文

【摘要】：自20世纪90年代中期以来,随着人民生活水平的提高,我国瓶装水行业得到了快速的发展,众多国内外企业进入到瓶装水市场,导致竞争异常的激烈。大多数企业依然缺乏创新意识,没能系统运用营销理论知识指导企业瓶装水营销的实践。本文通过对瓶装水行业的总结以及典型营销策略的探析,希望能够寻找出行业发展的轨迹,为广西可口可乐公司瓶装水业务的发展提供有建设性的改进建议,同时也希望给相关企业提供一定的参考。作为本文研究对象的广西可口可乐公司,自1993年成立以来,经历了 20多年的发展,虽然在饮料市场中的汽水和果汁的业务早已取得了领导者的地位,但瓶装水业务却一直未能突破现有困局,因此实现营销策略的创新将成为当务之急。本文综合运用了市场营销、战略管理、企业环境分析、人力资源等方面的理论知识,立足于企业现状,通过对目前国内及广西瓶装水行业现状的分析,主要瓶装水企业营销策略的阐述,以及广西可口可乐公司营销现状的分析研究,找出广西可口可乐公司瓶装水营销存在的问题和外部机遇,并在此基础上提出广西可口可乐公司瓶装水营销策略的改进建议和实施保障。旨在通过对个案的研究为国内瓶装水企业营销提供一定的借鉴。
[Abstract]:Since the mid-1990s, with the improvement of people's living standards, the bottled water industry in China has been developing rapidly. Many domestic and foreign enterprises have entered the bottled water market, resulting in the fierce competition. Most enterprises still lack innovation consciousness and fail to use marketing theory to guide the practice of bottled water marketing. Through the summary of bottled water industry and the analysis of typical marketing strategies, this paper hopes to find out the track of the development of the industry, and to provide constructive suggestions for the development of bottled water business in the Coca Cola Company of Guangxi. At the same time, I also hope to provide some reference for related enterprises. Guangxi Coca Cola Company, as the object of this paper, has been developed for more than 20 years since its establishment in 1993, although the soda and juice business in the beverage market has already gained a leading position. But the bottled water business has been unable to break through the existing difficulties, so the innovation of marketing strategy will become a top priority. This paper makes comprehensive use of the theoretical knowledge of marketing, strategic management, enterprise environment analysis, human resources and so on, based on the current situation of the enterprise, through the analysis of the current situation of domestic and Guangxi bottled water industry. This paper expounds the marketing strategy of the main bottled water enterprises and analyzes the present marketing situation of the Coca Cola Company in Guangxi, and finds out the problems and external opportunities in the bottled water marketing of the Coca Cola Company in Guangxi. On this basis, the paper puts forward the suggestion and implementation guarantee of the bottled water marketing strategy of Guangxi Coca-Cola Company. The purpose of this paper is to provide some reference for domestic bottled water enterprise marketing through case study.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.82

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